IN THIS ISSUE ISVMA 132nd Annual Convention They Call Him "Dr. God of Rock" - FALL 2014 - Illinois State Veterinary Medical Association
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FALL 2014 A publication of the Illinois State Veterinary Medical Association IN THIS ISSUE Veterinary Medicine – Today and Tomorrow ISVMA 132nd Annual Convention They Call Him ... “Dr. God of Rock”
2 www.isvma.org | Epitome
Illinois State Veterinary Medical Association
1121 Chatham Road
Springfield, IL 62704
Tel: (217) 546-8381
Fax: (217) 546-5633
info@isvma.org
Staff
Peter S. Weber, MS, CAE
Executive Director
peter@isvma.org
Debbie Lakamp, CAE
Assistant Executive Director,
Membership Services
debbie@isvma.org
Jill Blanton
Administrative Assistant
jill@isvma.org
Michelle Gundlach, DVM
Director of Education
michelle@isvma.org
Alicia Davis-Wade, MS
Finance Manager
alicia@isvma.org
Lobbyists
Terry Steczo
Maureen Mulhall
Contents
Convention Managers President’s Column......................................................................................... 5
Bonnie Chandler Executive Director’s Column.......................................................................... 6
Brenna Venvertloh Dean’s Column................................................................................................ 6
Veterinary Medicine – Today and Tomorrow................................................ 8
ISVMA 132nd Annual Convention............................................................. 11
They Call Him ... “Dr. God of Rock”........................................................... 24
Classifieds..................................................................................................... 26
Published September 2014 • 2014/4
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Epitome | www.isvma.org 3
President’s Column
The Start of a New Season
by Steven Cairo, DVM
“To every thing there is a season, and a American Society of Veterinary Medical Association Executives, and
time to every purpose,” a famous line from he received the society’s award as executive of the year in 2009 for
a magnificent book, made commonplace by innovation, distinction and dedication.
a popular song. How timely this seems to
be. I remember my father encouraging me Before he leaves, Peter is ensuring an orderly and smooth transition to
to make “a big-boy decision,” then me en- an experienced management team that will most certainly enable the
couraging my daughters as they grew into ISVMA to continue moving along with nary a hitch. I am most fortu-
young adults to make “big-girl decisions.” nate to have been the beneficiary of his leadership and to have been
Now I have a friend and colleague who has considered a friend. I would be happy to speak with any member who
done just that — “made a big-boy decision,” for which I applaud him would be interested in learning more about our executive director.
and wish him all the best that life has to offer. Yet, at the same time,
I know I will miss his leadership and his affable personality as the I hope to see and meet all of you at the upcoming ISVMA Conven-
ISVMA turns a corner on a new season on its journey to serve the vet- tion in Lombard this November 7-9. This year’s speaker list is truly
erinary community and the animals and citizens of the state of Illinois. admirable and, with complete attendance, will allow a full satisfac-
tion of CE requirements as set forth by the state.
Our esteemed executive director, Mr. Peter Weber, has announced
his intention to leave the ISVMA after 11 years to pursue another I wish Peter the very best that life has to offer, and I will continue
position with an outstanding organization. Perhaps many of you are to help the ISVMA move forward through the coming season — a
not familiar with Peter’s legacy he leaves behind. You should know season of change and of purpose.
it and thank him for all that he has done for us.
Peter has been the executive director of the ISVMA since 2003. During
this tenure, he developed and managed an effective grassroots legisla-
tive network that has resulted in every bill introduced by the ISVMA
passing unanimously and every bill opposed by the ISVMA being de-
feated or amended so that the opposition was removed. Peter wrote a
42-page amendment to the Veterinary Medicine and Surgery Practice
Act in 2010 and a veterinary sales-tax regulation that clarified the tax
responsibilities of veterinary practices and saved some practices that
were involved in audits more than $100K — both of which were passed.
Through Peter’s efforts, the ISVMA grew from 1,220 to 3,050 mem-
bers; developed a new membership category for certified veterinary
technicians; increased our net assets by 2,000 percent and our net
income by 300 percent; streamlined accounting, personnel records
and compensation systems; and was responsible for 12 years of un-
qualified audits. He worked with state government to promote manda-
tory continuing education for veterinarians and expanded continuing
education (CE) programs that led to an increased CE attendance of
almost 300 percent. The list of accomplishments that have benefited
the ISVMA from the board level to the member level to the student
level and everywhere in between is far too extensive to continue here.
Professionally, Peter is a highly regarded speaker/lecturer/writer for
the American Society of Association Executives and the Illinois So-
ciety of Association Executives and a past board member for the
Executive Director’s Column
A Fond Farewell
by Peter S. Weber, MS, CAE
By the date of this publication, it will be general ened the scope of practice so that the health and safety of animals are
knowledge that I have resigned from ISVMA to better protected. We drew a bright line to establish the expectations
take on the challenges of leading a national as- of the Illinois Department of Revenue as it pertains to sales tax and
sociation — the American Association of Endo- have stopped the “gotcha” audit practices of the past. We have built
dontists (AAE). The decision to leave ISVMA one of the most highly regarded state conventions in the country. We
came with very mixed feelings. Although I am have opened up networks to public and private partnerships that make
excited about the new professional opportuni- our association and profession stronger. We have increased the level,
ties ahead of me, I also know that I will not have timeliness and quality of communication through the E-Source newslet-
as much regular contact with the many friends I ter, the revamped Epitome magazine and social media.
have made during my service to the veterinary profession.
ISVMA is durable. What we have built is a solid foundation of funda-
One of the questions I was asked during my interviews with AAE mental association management that will continue to serve our mem-
was how I would define success. It is my belief that my success at bers for a long, long time. ISVMA still has a very talented, motivated
ISVMA will be in having built something durable. ISVMA members and committed staff. They understand the mission and strategic plan
and volunteers have been critical to organizational success. They of the association and will work tirelessly to fulfill them. ISVMA also
will continue to be engaged and support the profession through has loyal members who know and have felt the real benefit of sup-
their ISVMA membership, grassroots advocacy, assuming leader- porting organized veterinary medicine through ISVMA membership.
ship positions and taking advantage of the high-quality, accessible
and affordable CE options offered by ISVMA so that they are excel- Thank you for all of the support and encouragement you have pro-
lent, respected medical providers. vided during my 11 years at ISVMA. Remember, I am not moving too
far. Reach out to me in Chicago to say hello or schedule a lunch! I will
Together, we have re-established in the minds of legislators and the miss the camaraderie and friendship that I felt daily as the executive
public the critical role of veterinarians in public health. We have tight- director of your association.
Dean’s Column
Of Milkshakes, Reversible Lameness, and the Growing
Reputation and Legacy of Illinois Veterinary Medicine
by Peter Constable, Dean, University of Illinois College of Veterinary Medicine
Outstanding faculty (ICEEP) in Chester, England. This meeting term on the international committee that over-
members, students is held every four years in locations around sees this prestigious conference. Dr. Foreman is
and alumni are associ- the world. It is where veterinarians and exer- one of only five people in the world who have
ated with the Illinois cise physiologists share the latest in equine attended all or all but one of the nine ICEEP
veterinary program, sports medicine and exercise science, from ap- meetings held to date. (Dr. Foreman missed
a fact that I repeat- plied training and rehabilitation techniques to only the first one, held in 1982 in Oxford,
edly encounter as I groundbreaking research. while he was a resident and graduate student.)
travel the state and
the world. I am proud to relay that Dr. Jonathan Foreman, Dr. Foreman presented original research at
professor of equine medicine and associate the 2014 conference, and so did an Illinois
In June, I presented at the 9th International dean for academic and student affairs at Illinois, student who just completed her second
Conference on Equine Exercise Physiology was elected at this meeting to serve a 12-year
Continued on page 25
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Veterinary Medicine – Today and Tomorrow
by Rolan Tripp, DVM
My favorite defini- night as the pet lies on a specially equipped information using interactive Web-based
tion of “robot” is “a and comfortable pet bed. dashboards to monitor health and perfor-
virtual agent guided mance from farms worldwide. The system
by a computer pro- One of the most intriguing uses of genetic is based on a digital pen paired with a com-
gram.” Compared engineering for tomorrow is the concept of mercial cheap smartphone and is working
to today, tomorrow medicines and vaccines grown organically currently in more than 20 countries. Besides
will undoubtedly see inside crops. Consider the work of Henry this, we are collecting environmental data
an increased use of Daniell, PhD, from the departments of bio- (temperature, water flow, humidity, gasses
robots in veterinary chemistry and pathology at Penn Dental and electric power), using sensors that are
practice. For example, most of us will be- Medical University. According to biogra- sending data using Wi-Fi from farms, gener-
come desensitized to the sight and sound pher Katherine Unger Baillie, “His method ating both early alerts for farm staff and data
of robots vacuuming and cleaning surfaces. starts with modifying a single plant cell so for scientific [and economic] purposes.”
that it will store the needed medicine. The
Today, American Airlines has arguably the cell multiplies and grows into a whole plant, Tomorrow, the challenges to veterinary
best available phone robot that can assist such as lettuce, in which every cell stores supervised food production will come from
an unlimited number of people make their the medicine. The human patient eats the at least two fronts. The first is aquaculture,
flight reservations. Tomorrow, that tech- plant and ingests the medicine with it — no which “continues to be the fastest growing
nology will migrate to all businesses that needle needed … Daniell estimates that one animal food-producing sector and to out-
make appointments, including veterinary acre of genetically modified plants could pace [human] population growth” (www.
medicine. Also borrowed from air travel, produce enough anthrax vaccine to immu- fao.org/fishery/topic/13540/en). The sec-
tomorrow’s vet hospitals will routinely have nize every person in the United States.” His ond is the development of artificial beef. “In
“check-in kiosks,” where the pet owner can research is now being supported by the Bill vitro meat, also called cultured meat, cru-
weigh the pet, then input history and other and Melinda Gates Foundation. elty-free meat, shmeat, and test-tube meat,
data to speed along the process. is an animal-flesh product that has never
been part of a living animal” (en.wikipedia.
Outgoing phone calls for appointment re- org/wiki/In_vitro_meat). The muscle fiber
minders are robotic today at many practices. based fake meat is “grown” from beef muscle
Tomorrow’s “phone bots” will likely complete cells in factories on plastic lattice sheets.
branching logic, Q&A health, nutrition and
behavior interviews to optimize pet quality of Today, most veterinarians limit their market
life and longevity. to those animals they find a way to touch at
some point. This model will surely continue
Tomorrow’s subcutaneous chips in all animals for the foreseeable future. However, the re-
will be more useful. Identification will be time/ ally exciting possibilities for tomorrow are
date-stamped and immediately imported into global. U.S. veterinarians have the best edu-
the practice computer when pet or herd ani- cation in the world, and the United States
mal pass through a portal. Then entry and exit is the planet’s greatest innovation generator.
through key portals will monitor pet patient Tomorrow promises the opportunity for for-
or herd flow, leading to efficiency and profits. ward-thinking U.S. veterinarians, networked
Regarding producing food for people, the with local veterinary technicians, to provide
Some chips will store a health record that is future of veterinary food animal medicine is remote, high-definition video consulting to
Wi-Fi-updated at the last portal. Other chip evolving. Today the focus is on efficiency, the emerging middle-class animal owners all
features may provide clinical data such as and incorporating technology. Consider over the Earth.
body temperature and possibly even blood the work of Carlos Piñeiro, director of Pig-
glucose or other chemical values. Monitor- CHAMP-Pro Europa, a Spanish consultancy Dr. Rolan Tripp has been a “veterinary futurist” since 1983,
when he published an article called “Veterinary Telecommunica-
ing chips will send off an alarm if detecting company dedicated to data management, tions,” which predicted many of the veterinary technologies in place
anthrax or specified infectious diseases. A analytics and applied research in livestock today. At the 2014 ISVMA conference, Dr. Tripp will host a
GPS feature will be an option, and the chip (swine) business (www.pigchamp-pro.com). special breakfast meeting on how to take advantage of the fantastic
opportunities ahead for veterinarians and veterinary technicians. He
will likely recharge from a proximal charg- He reports, “We have developed a system can be contacted at drrolantripp@gmail.com.
ing station during cow milking or every to collect and process data, delivering
8 www.isvma.org | Epitome
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10 www.isvma.org | Epitome
132nd Annual Convention
November 7-9, 2014 • Westin Lombard Yorktown Center, Lombard, Illinois
Conference Highlights & Registration Form
Dr. Temple Grandin ISVMA Exhibit Hall Reception
Saturday, November 8, 2014, 5:00 p.m.
Hear world-renowned professor, autism activist and engineer, Temple Grandin,
Join your fellow colleagues, friends and exhibitors for a pre-
PhD, in educational workshops designed to give a truly different perspective.
evening event in the ISVMA Exhibit Hall. All conference attend-
The world needs “all kinds of minds which complement each other in problem
ees and exhibitors are welcome to attend.
solving.” Like her mind, with its ability to “think in pictures,” her different way of
thinking has found solutions leading to improvements in the livestock industry
University of Illinois CVM Alumni Reception
and added insight into understanding autistic children and adults. Following her
educational sessions, meet with Dr. Grandin for a book signing in the Exhibit Hall Saturday, November 8, 2014, 7:30 p.m. Westin Lombard
on Friday, November 7, during the President’s Reception. University of Illinois College of Veterinary Medicine (UI CVM)
alumni are invited to network and socialize at this annual
reception. Sponsored by University of Illinois, College
Dr. Rolan Tripp and Susan Tripp, MS of Veterinary Medicine.
Back by popular demand, is Dr. Rolan Tripp and his engaging Puppy Wet Lab: Sunday Morning Worship Services
Creating Great Adult Dog Patients. Join the excitement and fun in rounding
Sunday, November 9, 2014, 6:45 a.m.
up some of the cutest and newest clients as we learn how to set the stage for
You are invited to join fellow conference attendees for a morn-
puppy’s first exam visit. In addition, see the live demonstration of “off leash”
ing of worship. Walk away with a special gift from Dr. Tripp.
puppy socialization and a Master Class by Susan Tripp, MS, that can be imple-
Ticketed event — see registration form.
mented in the veterinary setting as a new profit center. Enrollees of the Puppy
Wet Lab will receive a written copy of Dr. Tripp’s “Ideal Puppy Socialization
Additional CE Opportunity at
Program.” This includes 18 pages of forms and curriculum necessary to bring
Sunday’s Luncheon Session
Puppy Socialization Classes “after-hours” in any veterinary lobby. With this tool,
participants will be ready to start offering paid puppy classes and get return of Join the Morris Animal Foundation during lunch on Sunday for
their attendance investment within two months after the seminar. 1 CE credit. The Golden Retriever Study will be presented to
attendees, sharing the information obtained from this grant-
funded research study funded by the Morris Animal Founda-
The Future of Veterinary Medicine with Rolan Tripp tion. There is no cost to attend, but attendees MUST RSVP on
the registration form. Sponsored by Morris Animal Foundation.
Saturday, November 8, 2014, 7 a.m.
In 1983, Dr. Tripp become a “Veterinary Futurist” when he wrote an article Senior Vet Track
called, “Veterinary Telecommunications,” which predicted many of the vet-
erinary technologies in place today. He currently sits on the AVMA Council on Friday Afternoon, November 7, 2014
Veterinary Service, providing him a national overview of the current state and No CE credit — special track for retired veterinarians.
future direction of the veterinary profession. Topics will include both updates on
current progress and predictions for the future of Veterinary Robotics, ID Chip Visit www.isvma.org to see additional convention details and/
Technology, Genetic Medicine, Imaging, Food Production, Information Manage- or to sign up online.
ment, and more. Come to hear about the 10 future megatrends likely resulting
in fantastic economic opportunities for participating veterinarians and certified ISVMA Non-Speaker Sponsors
veterinary technicians. This event requires an additional fee. Elanco
MWI Veterinary SupplyConference At A Glance
KEY – FR (Friday) | SA (Saturday) | SU (Sunday) | SA (Small Animal) | LA (Large Animal) | CVT (Vet Tech) | SI (Special Interest) | PM (Practice Management) | EX (Exotics)
Date/Time Small Animal Small Animal Small Animal Special Practice Management
FRIDAY FR-SA1 FR-SA2 FR-SA3 FR-PM
FR-SA-1A FR-SA2-1B FR-SA3-1C FR-PM-1
8:30-9:30 a.m. Canine Seizures Preventing Canine Fear Feline Heartworm Disease 4 Social Styles
Barnes Heller Tripp Litster McVey
FR-SA-2A FR-SA2-2B FR-SA3-2C FR-PM-2
9:45-10:45 a.m. Feline Seizure Preventing Feline Fear Feline-Friendly Practice Build Your A-Team
Barnes Heller Tripp Litster McVey
FR-SA-3A FR-SA2-3B FR-SA3-3C FR-PM-3
11 a.m.-Noon Canine Vestibular Disease Medical Workup Canine & Feline Vaccination Managing Your Employees
Barnes Heller Tripp Litster McVey
Noon-1:15 p.m. Annual Meeting/Lunch
1:30-2:30 p.m. FR-SA-4A FR-SA2-4B FR-SA3-4C FR-PM-4 Senior Vet
Neuroanatomical Lesion Inpatient Barking Canine Respiratory Disease Personal Leadership Program
Barnes Heller Tripp Litster McVey
2:45-3:45 p.m. FR-SA2-5B FR-SA3-5C FR-PM-5 Senior Vet
Common Canine Behavior Antimicrobial Selection Attitude to Work Program
Tripp Litster McVey
4-5 p.m. FR-SA 5A thru 6A FR-SA2-6B FR-SA3-6C FR-PM-6 Senior Vet
WETLAB Neurological Exam Common Canine Behavior Canine Heartworm Disease Problems at Work Program
Barnes Heller Tripp Litster McVey
SATURDAY SA-SA1 SA-SA2 SA-SA3 SA-PM
7-8 a.m. CE Breakfast with Dr. Rolan Tripp – Ticketed Event
8:30-9:30 a.m. SA-SA-1A SA-SA2-1B SA-PM-1
Tumors Newer and Future Anesthetic Traditional Media
Rissetto Clark-Price Humphries
9:45-10:45 a.m. SA-SA-2A SA-SA2-2B SA-SA3-1C thru 3C SA-PM-2
Mast Cell Tumors Common/Uncommon Complications WETLAB - Puppy Lab Social & Traditional Media
Rissetto Clark-Price Tripp Humphries
11 a.m.-Noon SA-SA-3A SA-SA2-3B SA-PM-3
Surgical Oncology Anesthetic Protocol Relationship-Based Marketing
Rissetto Clark-Price Humphries
Noon-1:15 p.m. Lunch in the Exhibit Hall
1:15-2:15 p.m. SA-SA-4A SA-SA2-4B SA-SA3-4C SA-PM-4
Oncologic Cytology Pain Management Due Diligence Social Media
Rissetto Clark-Price Remkus Humphries
2:30-3:30 p.m. SA-SA-5A SA-SA2-5B SA-SA3-5C SA-PM-5
Lymphoid Neoplasia Feline Anesthesia Learn from Recent Events Reputation Management
Rissetto Clark-Price Speaker TBD Humphries
3:45-4:45 p.m. SA-SA-6A SA-SA2-6B SA-SA3-6C SA-PM-6
Hepatosplenic Neoplasia Acupuncture Cremation Issues Crisis Management
Rissetto Clark-Price Speaker TBD Humphries
SUNDAY SU-SA1 SU-SA2 EXOTICS SU-PM
Worhship Services
8:15-9:15 a.m. SU-SA-1A SU-SA2-1B SU-EX-1 SU-PM-1
Flea Control Intro to Lasers Physical Exam of Birds Professional Liability
Reeder Moll Sakas L. Ellis
9:30-10:30 a.m. SU-SA-2A SU-SA2-2B SU-EX-2 SU-PM-2
Otitis externa CO2 Lasers Evaluation of Droppings Business Insurance
Reeder Moll Sakas Neilson
10:45-11:45 a.m. SU-SA-3A SU-SA2-3B SU-EX-3 SU- PM -3
Atopic Dermatitis Surgical Diode Lasers Avian Clinical Pathology Loss Control
Reeder Moll Sakas Starrenburg
Noon-1 p.m. Lunch & Learn
1:15-2:15 p.m. SU- SA3-4 SU-SA2-4B SU-EX-4 SU-PM-4
Science of Stem Cell Fluid Therapeutic Diode Lasers Pet Bird Toxicoses Let’s Talk About Talking
Jilpa Moll Sakas C. Ellis
2:30-3:30 p.m. SU- SA3-5 SU-SA2-5B SU-EX-5 SU-PM-5
Clinical Uses of Stem Cell Fluid ISVMA Legislative Update Care for the Sick Bird Birthday Parties & Funerals
Serpico Weber Sakas C. EllisConference At A Glance
KEY – FR (Friday) | SA (Saturday) | SU (Sunday) | SA (Small Animal) | LA (Large Animal) | CVT (Vet Tech) | SI (Special Interest) | PM (Practice Management) | EX (Exotics)
Date/Time Vet Tech Special Interest Special Interest 2 Large Animal
FRIDAY FR-CVT FR-SI1 FR-SI2 FR-LA
8:15-9:15 a.m. FR-CVT 1 FR-SI1-1A FR-LA 1
Back to Basics Refractory Osteoarthritis Animal Behavior
note staggered time Gutierrez-Nibeyro Grandin
Latshaw
9:30-10:30 a.m. FR-SI1-2A FR-LA-2
FR- CVT 2 Equine Foot Injuries FR-SI2-1C thru 3C Low-Stress Handling
note staggered time Intermittent Dosing Device Gutierrez-Nibeyro WETLAB - Abdominal Ultrasound Grandin
Latshaw O’Brien
10:45-11:45 a.m. FR-SI1-3A FR-LA-3
FR- CVT 3 Musculoskeletal Injuries Cattle Handling
note staggered time Machine Physiology Gutierrez-Nibeyro Grandin
Latshaw
Noon-1:15 p.m. Annual Meeting/Lunch
1:15-2:15 p.m. FR-SI1-4A FR-LA-4
Digital Radiographs Equine Animal Welfare
note staggered time Gutierrez-Nibeyro Grandin
2:30-3:30 p.m. FR- CVT 4 thru 6 FR-SI1-5A FR-SI2-4C thru 6C FR-LA-5
note staggered time WETLAB-Troubleshooting Equine Upper Airway Changing World of Compounding Humane Slaughter
Latshaw (CVTs Only) Gutierrez-Nibeyro Huffaker Grandin
3:45-4:45 p.m. FR-SI-6A FR-LA-6
Surg. Mgmt in Colic in Horses Compassion Fatigue
note staggered time Gutierrez-Nibeyro Davy
SATURDAY SA- CVT SA-SI1 SA-SI2 SA-LA
7-8 a.m. CE Breakfast with Dr. Rolan Tripp – Ticketed Event
8:30-9:30 a.m. SA-SI1-1A SA-LA-1
Burn & Smoke Injury USDA Module 6
Vaughn SA-SI2-1B thru 3B Hexum
SA-CVT-1 thru 3
WETLAB - Dental Extractions Fracture Repair
9:45-10:45 a.m. SA-SI1-2A (These morning lectures are pre- SA-LA-2
Charlier (DVMs Only) Updated CPR Guidelines USDA Module 10
requesites for the afternoon Wetlab)
Vaughn Bleedorn Hexum
SA-SI1-3A SA-LA-3
11 a.m.-Noon Head Trauma USDA Module 23
Vaughn Hexum
Noon-1:15 p.m. SA-CVT Lunch in the Exhibit Hall
1:15-2:15 p.m. SA- SI1-4A SA-LA-4
Pancreatitis Animal Care
Vaughn Hollis
SA- CVT -4 thru 6 SA- SI1-5A SA-SI2 -4B thru 6B SA-LA-5
2:30-3:30 p.m. WETLAB Dental Radiology Top 10 Toxins WETLAB Fracture Repair PEDV
Charlier Vaughn Bleedorn Hollis
SA- SI1-6A SA-LA-6
3:45-4:45 p.m. Fluid Therapy Sow Farm Health
Vaughn Hollis
SUNDAY SU-CVT SU- SI1 SU-SI2 SU-PM
6:45-7:45 a.m. Worhship Services
8:15-9:15 a.m. SU- CVT -1 SU- SI1-1A SU-SI2 -1B SU-LA-1
Y Generation Digital Imaging Chronic Enteropathies CBC’s
Krasicki-Aune Pease Parker Wycislo
SU- CVT -2 SU- SI1-2A SU-SI2 -2B SU-LA-2
9:30-10:30 a.m. Mentoring Thoracic Radiography Enteral Nutrition Effusion Chemistry
Krasicki-Aune Pease Parker Wycislo
SU- CVT -3 SU- SI1-3A SU-SI2 -3B SU-LA-3
10:45-11:45 a.m. Respiratory Emergencies Abdominal Imaging Unconventional Diets Cytology Acquisition
Krasicki-Aune Pease Parker Wycislo
Noon-1 p.m. Lunch and Learn SU-PI
SU- CVT -4 SU- SI1-4A SU-S I2 -4B SU-SI-4C
1:15-2:15 p.m. Urinary Emergencies Ultrasound Canine Abdomen Kidney Disease WETLAB Hematology
Krasicki-Aune Pease Parker Wycislo
SU- CVT -5 SU- SI1-5A SU-S I2 -5B SU-SI-5C
2:30-3:30 p.m. Toxicities Bone Lesion Radiography Obesity Management WETLAB Hematology cont’d
Krasicki-Aune Pease Parker WycisloFriday Educational Workshops
Workshops are listed, per day, in alphabetical order by speaker’s last name.
Key – FR (Friday) | SA (Saturday) | SU (Sunday) | SA (Small Animal) | LA (Large Animal) | VT (Vet Tech) | SI (Special Interest) | PM (Practice Management) | EX (Exotics)
Barnes Heller, DVM, DACVIM (Neurology), Heidi FR-LA-2 lameness evaluations are equipped with this imaging capa-
FR-SA1-1A Understanding Livestock Behavioral for bility. Comparison of digital radiographs and MRI obtained
Managing Chronic Canine Seizures Low-Stress Handling from horses with foot injuries has taught us that subtle radio-
What does good seizure control mean? This session will This talk will discuss the importance of gentle handling in graphic abnormalities are useful indicators of foot injuries with
focus on anti-epileptic drug treatment options, therapeutic well-designed facilities so that stress levels are minimized potential clinical significance. This lecture will focus on subtle
monitoring and target seizure management for canine sei- and good meat quality maintained. Sponsored by BMO radiographic abnormalities of the equine foot that can be
zures in a case-based format. Harris Bank. indicative of musculosketal injuries of the foot. Sponsored
by Nutramax.
FR-SA1-2A FR-LA-3
What’s New In Feline Seizure Management? Principles of Cattle Handling and Facility Design FR-SI1-5
Managing a feline patient with seizures can be challenging! Some of the concepts that will be discussed are the flight Recent Advances in Surgical Treatments for
In this session, we will discuss new (and old) anti-epileptic zone, point of balance, and eliminating distractions from fa- Common Equine Upper Airway Pathologies
drug treatment options, how to interpret serum drug levels cilities to improve cattle movement. Sponsored by BMO The lecture will provide an update on current surgical treat-
for cats, and several case examples. Harris Bank. ment options for upper airway diseases of the horse (laryngeal
hemiplegia, dorsal displacement of the soft palate, etc.) fre-
FR-SA1-3A FR-LA-4 quently seen in general practice. Sponsored by Nutramax.
Demystifying Canine Vestibular Disease Understanding Animal Welfare Issues
During this session, we will review the anatomy and normal During this workshop, some of the topics that will be covered FR-SI1-6
function of the vestibular system, and apply this knowledge to are public perception and methods for measuring animal Surgical Management of Colic in Horses
a case-based discussion of differential diagnosis, diagnostic welfare. Sponsored by BMO Harris Bank. The lecture will provide a review of the most common surgical
testing and treatment options for canine vestibular disease. gastrointestinal diseases of the horse with particular emphasis on
FR-LA-5 the immediate post-operative care. Sponsored by Nutramax.
FR-SA1-4A Humane Slaughter Issues
Lesion Localization - What You Really Need to This workshop will cover stunning methods, pre-slaughter Huffaker, RPh, Kirk
Know to Be Successful handling, and review religious slaughter issues. Sponsored FR-SI2-4C through 6C
Interpretation of the neurologic examination is critical to suc- by BMO Harris Bank. The Changing World of Compounding Pharmacy
cessful lesion localization, which is critical to developing a This three-part session will include some of the changes
differential list, and diagnostic plan. You don’t need to be a Gutierrez-Nibeyro, DVM, Santiago facing compounding pharmacies. Part I will explore defini-
neurologist to be successful! Learn tips on how to localize a FR-SI1-1 tions and expectations for a pharmacy partner; Part II will
lesion within the brain, spinal cord or neuromuscular system. Current Treatment Options for Refractory define DEA guidelines and proper medication disposal and
During this session, we will review pertinent neuroanatomy and Osteoarthritis of Low-Motion Joints in Horses more; and finally Part III will discuss innovative veterinary
will practice lesion localization through case-based discussions. Refractory osteoarthritis is a common disease in equine products available through compounding. Sponsored by
practice, particularly in the distal tarsal and proximal inter- RoadRunner Pharmacy.
FR-SA1-5A through 6A phalangeal joints. The lecture will provide an overview of
How to Perform a Quick but Effective Neurological the current surgical and non-surgical treatment options for Latshaw, MS, RVT, VTS (Anesthesia), Harry
Examination (Wet Lab) horses with unresponsive osteoarthritis of low-motion joints FR-CVT-1
This wet lab will focus on neuroanatomy as it relates to the with a goal of assisting the practitioner in determining if and Back to Basics: The Anesthetic Machine
neurologic examination. We will focus on technique and when their use may result in an acceptable treatment out- This session will cover all of the components of the anes-
interpretation of the examination. Several short lectures de- come. Clinical cases will be presented to illustrate the main thetic machine and how they function together to deliver
scribing components of the neurologic examination will be points. Sponsored by Nutramax. inhalant anesthetics. Sponsored by Vetamac, Inc.
followed by ample practice time to sharpen your skills
FR-SI1-2 FR-CVT-2
Davy, MS, LCPC, NCC, Joy Recent Advances in Surgical and Medical What in the World Is an Intermittent Dosing Device?
FR-LA-6 Treatments for Common Equine Foot Injuries This session will show the relationship between the charac-
What They Didn’t Teach You about Compassion Acute and chronic foot injuries are common in equine prac- teristics of the anesthetic machine and the pharmacokinet-
Fatigue - and How to Beat It tice, particularly in equine athletes. The lecture will provide an ics of inhalant anesthetic agents and how this relationship
This seminar focuses on the difficult emotional aspects of update on recent medical and surgical treatment options for is important to understanding the function and use of the
caring for animals and their people. At the conclusion, par- foot injuries frequently seen in equine practice. Clinical cases anesthetic machine. Sponsored by Vetamac, Inc.
ticipants will be able to: will be presented to illustrate the main points. Sponsored
• Identify the elements of the work that put vets and sup- by Nutramax. FR-CVT-3
port staff at risk for compassion fatigue and burn-out Greek Mythology or Machine Physiology?
• Depression-proof yourself FR-SI1-3 This session will show how the knowledge of the normal
• Be more aware of signs of distress in colleagues Musculoskeletal Injuries in physiology of the anesthetic machine helps to understand
• Build resilience to occupational hazards Standardbred Racehorses anomalies that may be present. This discussion will include
• Care for yourself during and after stressful interactions Standardbred horses used for racing commonly sustain a both “congenital” and “acquired” anomalies that affect the
with clients variety of acute or chronic soft tissue and osseous injuries. way a machine functions. Sponsored by Vetamac, Inc.
• Take inventory of your own emotional needs This lecture will focus on common sports-related injuries in
• Plan specific ways to bring more balance into your life the Standardbred horse with particular emphasis on their di- FR-CVT-4 through 6 (3 Hours) CVTs ONLY
Sponsored by Hindsdale Pet Crematorium and Cemetery agnosis and treatment. Sponsored by Nutramax. Troubleshooting Session: Anesthetic WET LAB
This workshop will be divided into three parts: 1) Learning
Grandin, PhD, Temple FR-SI1-4 how to discover potential problems. 2) Discovering problems
FR-LA-1 How to Interpret Digital Radiographs of with the anesthetic machine. 3) Discussing each of the prob-
Basic Principles of Animal Behavior the Equine Foot lems, the possible causes and the solution to the problem.
This talk will cover all species and discuss how animals per- Digital radiography (including computed radiography) has be- There will be several different brands of machines used in the
ceive the world and help troubleshoot behavior problems. come more accessible to practitioners in the last few years; workshop. The final activity will be a game of Jeopardy over
Sponsored by BMO Harris Bank. thus, most practices that routinely perform pre-purchase and the topics in the workshop. Sponsored by Vetamac, Inc.
14 www.isvma.org | EpitomeLitster, BVSc PhD FACVSc (Feline Medicine) be presented. Recent information on the role of Wolbachia FR-PM-5
MMedSci (Clin Epi), Annette in canine heartworm disease pathogenesis and reports of How You Bring Your Attitude to Work
FR-SA3-1C resistance to macrocytic lactones will also be discussed. Got an attitude? Well, we all do. Learn how you got your
Feline Heartworm Disease: What Should I Sponsored by Zoetis. attitude and how your teammates got theirs. Attitude affects
Look For? actions, and actions affect attitude. We’ll tell you why that
This presentation will review the epidemiology, risk factors, McVey, MA, MSW, Shawn G. cycle is important and how it relates to your behavior at work.
and life cycle of Dirofilaria immitis infection in cats. A practical FR-PM-1 After attending this session, you will be able to:
guide to disease management, including the interpretation The 4 Social Styles Hard at Work • Define the types and origins of attitudes
of diagnostic tests using a multi-modal approach, clinical The degree to which you hold back or show your emotions, • Understand how attitudes are learned
syndromes including Heartworm Associated Respiratory Dis- as well as how assertive you are, determines your work style. • Explain how actions affect attitudes and how attitudes
ease (HARD) and the Acute Death Syndrome, and disease Analyticals, amiables, drivers, and expressives respond very affect actions
prophylaxis, will be presented. Recent information on the differently to the same situation. Understanding how to ap- Sponsored by Merial, Ltd.
role of Wolbachia in feline heartworm disease pathogenesis proach each type of person makes for a harmonious, pro-
and treatment options will also be discussed. Sponsored ductive work environment. After attending this session, you FR-PM-6
by Zoetis. will be able to: No Pain, No Gain: Solving Problems at Work
• Recognize the four main working styles in yourself and Does life at work seem rife with problems? Learn how to turn
FR-SA3-2C your colleagues and clients your attitude around from, “Life is hard,” to “This is a chal-
Creating a Feline-Friendly Practice: The • Appreciate the strengths and weaknesses of each of the lenge that will help me grow.” After attending this session,
Surveys Show… four styles you will be able to see the benefits of reframing problems
Numerous recent surveys report that although cats are our • Adapt your communication style to meet the needs of into challenge-management:
most popular pet, they are underserved by the veterinary pro- each of the four working styles • See the benefits of reframing problems into challenge-
fession because cat owners are reluctant to bring them to their Sponsored by Merial, Ltd. management
local veterinary hospital. This presentation contains information • Understand the impact on work when neurosis and denial
exploring the reasons behind this phenomenon and what the FR-PM-2 run rampant
surveys can teach us about how we can attract cat owners to a How to Build Your A-Team • Be open to being challenged
feline-friendly practice. There will be an emphasis on practical, Is it every person for himself or herself at your practice? Sponsored by Merial, Ltd.
evidence-based information from recently published studies, Working in teams can be a much more efficient way to get
including a major study performed in the Chicagoland area by things done. Learn how to build teams from the ground up O’Brien, DVM, Robert
Purdue University. Sponsored by Zoetis. and keep them running smoothly. After attending this ses- FR-SI2-1C through 2C
sion, you will be able to: Advanced Abdominal Personalized Training
FR-SA3-3C • Design teams by analyzing required tasks and assigning WET LAB
Canine and Feline Vaccination: FAQ the appropriate people to those tasks If you are already out there scanning and can use a little
This presentation will be a clinical review of the frequently • Identify roles for each team member bump to improve your technique, then this lab is for you.
asked questions from the 2011 AAHA Canine Vaccination • Define the process for team interaction Come work one-on-one with our instructors and let us help
Guidelines and the 2013 AAFP Feline Vaccination Advisory • Optimize team performance and deal with you improve. Learn some new scan techniques. We will
Panel Report. There will be a focus on physiology and patho- performance problems work on any organ you want on a small number of dogs to
genesis as relevant to small animal practice in the discussion Sponsored by Merial, Ltd. show you variety. This lab is limited to 16 attendees. Spon-
of answers to each question. Sponsored by Zoetis. sored by Universal Imaging, Inc.
FR-PM-3
FR-SA3-4C Seeing Is Believing: Managing Your Employees’ FR-SI2-3C
Canine Infectious Respiratory Disease: What Every Multiple Realities Basic Echocardiology Personalized Training
Veterinarian Should Know Mix up emotions, mental abilities, attitudes, beliefs, and val- WET LAB
This presentation will review the most common viral and ues and what do you get? Unique individuals who react very Maybe you only scan abdomens or do not know if echo is
bacterial causative agents, modes of transmission, epide- differently to the same situation. Understand the difference something possible in your practice. We will show you that
miology, clinical signs, and therapeutic options. Information between personality and attitude, what affects behavior on echo is not just possible, but fun. Come work one-on-one
will also be presented on the immunopathogenesis of infec- the job, and how to measure job satisfaction in order to with our instructors and let us help you start your echo train-
tion, including a practical guide to vaccination. There will be maximize your employees’ productivity. After attending this ing program. We will work on right-sided views on a small
an emphasis on practical evidence-based information from session, you will be able to: number of dogs to show you variety. This lab is limited to 16
recently published studies. Sponsored by Zoetis. • Identify how personality and attitude differ attendees. Sponsored by Universal Imaging, Inc.
• Measure job satisfaction
FR-SA3-5C • Fit personalities to jobs to maximize productivity Tripp, DVM, Rolan
A Practical Guide to Antimicrobial Selection Sponsored by Merial, Ltd. FR-SA2-1B
This presentation will review important concepts in antimi- Preventing Canine Fear Related to
crobial selection in practice, including susceptibility, MICs, FR-PM-4 Veterinary Service
breakpoints, time vs. concentration dependency and the Personal Leadership: How to Feel in Control of The first wave in veterinary medicine 150 years ago was
effect of site on local tissue penetration. The links between Your Life the introduction of Scientific Method (Vet Centered Practice).
drug spectrum of action and common bacterial pathogens Take charge of your own happiness! Social trends and gen- Those that adopted it prospered. The second wave about 50
will be explained, including information on common patho- erational differences guarantee constant change at work. We’ll years ago kept good science but added Client Service (Client
gens by anatomic site. Antimicrobial resistance will be pre- teach you how to incorporate certain work habits to success- Centered Practice), and those that adopted it prospered. The
sented in a clinical context. Sponsored by Zoetis. fully navigate that change. You will also learn new habits that third wave is proposed to be, “Looking at the vet visit from
help you feel in control and connected to others. Don’t worry. the pet’s point of view” (Pet Centered Practice). The key is
FR-SA3-6C Be happy! After attending this session, you will be able to: preventing animal fear related to the delivery of veterinary
Canine Heartworm Disease Update: • Recognize that you are in charge of your own happiness, service. Even better is for pets to see your practice as an
What’s the Latest? personally and professionally overall positive experience. Learn how to bond patients and
This presentation will briefly review the epidemiology, risk • Appreciate how social trends impact your changing work life clients to your staff and location while still providing the high-
factors and life cycle of Dirofilaria immitis infection in dogs. • Develop habits to help cope with change, feel in control, est level of Client Service and Veterinary Science. Those that
A practical guide to disease management, including in- and connect with others adopt this will prosper!
terpretation of diagnostic tests (including testing following Sponsored by Merial, Ltd.
non-compliance), American Heartworm Society-recom-
mended treatment protocols and disease prophylaxis, will
Epitome | www.isvma.org 15FR-SA2-2B modulators, stimulants, progestins, tricyclic antidepressants, FR-SA2-5B
Preventing Feline Fear Related to MAO inhibitors, and selective serotonin reuptake inhibitors. Preventing and Solving Common Canine
Veterinary Service Behavior Issues 1
Building on the earlier session with a focus on felines. FR-SA2-4B This is the basic behavior information every veterinarian
Inpatient Barking Protocol wants every dog owner to have — including their own fam-
FR-SA2-3B One definition of animal abuse is ignoring their discomfort ily. Most dog owners treat behavior issues as if the canine
Medical Workup and Drug Use in Behavior Cases when you could relieve it. Barking is often a sign of stress, was a miniature furry person, while in fact they are dealing
A behavior case medical workup must be more thorough and even exuberant excited barking may cause stress in oth- with a proud member of a different species. This lecture
than a routine health check, because the goal is to rule out ers nearby. This lecture describes the differential diagnosis focuses on how to prevent common behaviors, and how to
sub-clinical sources of discomfort in a non-verbal patient. The and treatment for excessive veterinary in-patient barking. establish positive human leadership.
physical exam seeks very subtle signs, and the clinical pathol-
ogy must verify normal organ function. The most common FR-SA2-6B
psychoactive medications, and guidelines for their use will be Preventing and Solving Common Canine
discussed. Some are special use, and others have very broad Behavior Issues 2
spectrum use in behavior medicine. Categories to include Continuation of the earlier session.
sedatives, benzodiazepines, anticonvulsants, alpha and beta
Saturday Educational Workshops
Workshops Confirmed; Speakers TBD Clark-Price, DVM, MS, DACVIM-LA, DACVAA, Hexum, DVM, Suzett
SA-SA3-4C CVA, Stuart SA-LA-1
Due Diligence SA-SA2-1B Module 6: Exotic Avian Diseases
Sponsored by Hindsdale Animal Cemetery & Crematory. What’s Coming Down the Pipeline: Newer and The first part of this module addresses two very important
Future Anesthetic and Analgesic Drugs diseases of birds – avian influenza and exotic Newcastle
SA-SA3-5C This lecture will discuss the use of newer and future anes- disease – and their potential economic impact on the U.S.
Learn From Recent Events thetic drugs on the veterinary market and how they may be economy. Clinical signs associated with these diseases and
Sponsored by Hindsdale Animal Cemetery & Crematory. used in small animal practice. Sponsored by Boehringer specific biosecurity measures to implement are included. In the
Ingelheim Vetmedica. second part of this module, veterinarians progress through an
SA-SA3-6C interactive scenario where one of these diseases is potentially
Cremation Issues SA-SA2-2B introduced into the U.S. through the pet bird industry. Vet-
Sponsored by Hindsdale Animal Cemetery & Crematory. Managing Common and Uncommon Complications erinarians will learn the process of reporting a possible exotic
of Anesthetized Patients avian disease and the chain of events that occur in a foreign
Bleedorn, DVM, Dipl ACVS, Jason This lecture will focus on common and uncommon compli- animal disease investigation. Sponsored by USDA APHIS.
SA-SI-1B through 6B (All Day Session) cations that may arise in anesthetized small animal patients
Fracture Repair Wet lab and how to avoid and treat these conditions when recog- SA-LA-2
This all-day course is intended to teach advanced general nized. Sponsored by Boehringer Ingelheim Vetmedica. Module 10: Personal Protective Equipment
practitioners proper methods of assessment and repair of for Veterinarians
fractures of the tibia. The course will include both a lecture SA-SA2-3B This module introduces the various items of personal pro-
and laboratory session. An emphasis will be on fundamen- A Practical Approach to Anesthetic Protocol tective equipment (PPE) from basic items such as gloves
tal application techniques using plastic bone models, and Building for the Small Animal Practitioner and coveralls, to expanded precautions like respirators and
surgical approaches using cadavers. Proper application of This lecture will discuss a method for simplifying drug selection for chemical resistant outerwear. Situations veterinarians might
intramedullary pins, cerclage wire, and screw and plating anesthetic protocols for small animal patients to optimize anes- encounter in practice are presented and they will need to
techniques on the tibia will be covered. Sponsored by scil thetic care. Sponsored by Boehringer Ingelheim Vetmedica. select the best PPE to prevent disease or chemical exposure.
animal care company. Finally, this module discusses the PPE used in response to
SA-SA2-4B an animal health emergency. Sponsored by USDA APHIS.
Charlier, DVM, Dip AVDC, Cindy Pain Management Strategies for Chronic
SA-CVT-1 through 3 (3 Hours) DVMs ONLY Osteoarthritis in Dogs SA-LA-3
DVM Oral Surgery to Extract Dog Teeth Wet lab This lecture will discuss pharmacologic and physical medicine Module 23: Antibiotic Use in Animals
Become proficient at the most common dog surgical ex- modalities for treating degenerative joint disease in canine pa- This module reviews the terms and concepts necessary for
traction procedures in veterinary dentistry and learn how to tients. Sponsored by Boehringer Ingelheim Vetmedica. veterinarians to make informed decisions for the proper se-
approach extraction complications efficiently with proper lection and judicious use of antibiotics in animals. The vari-
techniques. Practitioners from all skill levels will benefit from SA-SA2-5B ous benefits and limitations of antibiotic susceptibility testing
this extraction/extraction complication lab. Each participant Feline Anesthesia and Pain Management options and how to correctly interpret a drug label are pre-
will have the opportunity to work with their own specimen. This lecture will discuss the challenges and options for per- sented. A review of the many agencies involved in antibiotic
Each veterinarian will complete oral surgery to extract maxil- forming anesthesia and pain management in feline patients. regulation and antibiotic resistance and residue monitoring is
lary and mandibular canine teeth, maxillary fourth premolar Sponsored by Boehringer Ingelheim Vetmedica. provided as well as a review of the key components of the
and mandibular first molar teeth and other teeth as time al- Animal Medicinal Drug Use Clarification Act (AMDUCA) and
lows. In addition, practitioners will receive instruction in root SA-SA2-6B extra-label use of drugs. Numerous resources to assist in
retrieval techniques. Sponsored by Patterson Veterinary. Introduction to Acupuncture making informed decisions on antibiotic use in animals are
This lecture will give a basic introduction to the use of acu- also included. Sponsored by USDA APHIS.
SA-CVT-4 through 6 (3 Hours) puncture in veterinary patients, particularly for pain man-
Technicians Obtaining Diagnostic Full Mouth agement and rehabilitation. Sponsored by Boehringer Hollis, DVM, Bill
Radiographs: How Do I Do That? Wet lab Ingelheim Vetmedica. SA-LA-4
This lab will be devoted to teaching the participants to obtain Animal Care and Well-Being: What’s Best for
diagnostic full mouth radiographs of cat and dog teeth! This ex- the Animal?
tremely practical lab will provide the needed information to get Confusion over the role and function of farm animals in our
you started with confidence obtaining full mouth radiographs for society is affecting the debate about farm animal care, and
your dentistry patients. Sponsored by Patterson Veterinary. all veterinarians have an important role in this discussion. This
16 www.isvma.org | Epitomepresentation is for all veterinarians interested in learning about SA-PM-3 SA-PM-6
the care of food animals firsthand so they have the information From Coupons to Facebook, the Personal and Media and Crisis Communications Management
they need to join the discussion about the care of pets versus Practical Side of Relationship-Based Marketing Media training has become mandatory for business execu-
farm animals. Sponsored by National Pork Board. Having a presence in social media, from Facebook to Twitter tives, professionals and specialists. Take it from The New York
to YouTube, is more than just creating an account. Your prac- Times: “The chances of an executive getting through his or
SA-LA-5 tice must find ways to engage your followers and encourage her career without facing the press are growing slim indeed.”
PEDV – What Do We Know Now and What Can We them to share information you are providing. Further, the lost
Do About It? art of practical and personal marketing needs to make a return. Do you want newspaper coverage that reflects what you’ve
Porcine Epidemic Diarrhea virus (PEDV) – a devastating disease This is especially true when considering compliance with higher actually said? Would you like TV stations to use your best
pig farmers are facing today. Attendees will learn the history of cost procedures in dentistry and oral surgery. quotes? Would you like to professionally and ethically pro-
PEDV, the resources available, the biosecurity guidelines on how mote your practice using the power of the press? That’s
to prevent the disease from entering a farm, how to manage Everyone is concerned about compliance both in general what Media and Crisis Communications Training can do for
the disease, if infected, and a view into the ongoing research. veterinary practice and in the specialty of dentistry. Compli- you. You should learn how media people think, how you can
Sponsored by National Pork Board. ance is almost directly related to relationship and relation- approach TV and radio with a good solid news story, learn
ship-based care. There is no better relationship building how to avoid being taken out of context and how to get your
SA-LA-6 tool than honest regular communications. Back to basics in message across no matter what they ask!
Vets as Team Players – Sow Farm Health and traditional marketing can really pay off. This session looks at
Production Audits Practical and Personal Marketing, Face-to-Face, Network- Media training is also an excellent foundation for ALL types
In this presentation, attendees will see production strategies ing, Affiliations, Monthly Neighborhood Papers and Coupons. of communications skills. Client communications become
that are used to implement health programs for sow farms, Next, we look at social media’s role in this relationship-based more focused, more clear and consume less time when
production tools that are used and how Carthage Veterinary communications. It is engaging and interacting with the peo- these same media training techniques are applied to the
Service is structured to better understand the roles of a vet- ple who follow you and encouraging them to share your in- exam room. Although you may not face a crisis in the media,
erinarian in addressing health and production issues. Spon- formation with others. Hard, blatant marketing through social it is good to know the basic steps to take when inquiring
sored by National Pork Board. media almost never works. People want a conversation; they reporters with cameras are knocking on your door after a
don’t want to be “sold.” Part of your social media success hot story has occurred. All veterinary leadership must know
Humphries, DVM, CVJ, Jim will be to understand where your audience is and focusing these skills. Sponsored by Ceva Animal Health.
SA-PM-1 your efforts on a few select networks. Sponsored by Ceva
Overview of Traditional Media Animal Health. Rissetto, MS, DVM, DACVIM (Oncology), Kerry
The way the world sees our profession, and in particular this SA-SA1-1A
specialty, has changed dramatically in the past seven years. SA-PM-4 The Lumpy Bumpy Dog: Tumors of the Skin & Subq
We communicate with our clients, and with the public, in an Social Media – The How To’s and Button Pushing Not a day goes by when you won’t see a dog with one or
entirely different way than just a decade ago. Understand- Now you have your social network set up, what are some of multiple cutaneous or subcutaneous tumors in your veteri-
ing these changes will help you be better prepared for any the best practices that you need to know in order to engage nary private practice. The goal of this talk is to identify and
opportunity to market and publicize your practice … at little your followers? Find out the best times to post, the types differentiate the benign lesions from those that pose a large
to no cost! of posts that encourage interaction and how to keep the threat to our patients’ quality of life. We will review diagnos-
conversation polite. How do you communicate your unique tics, treatment and prognoses for some of the most common
Traditional media is still the big powerhouse and should be personality and build relationship through a seemingly imper- cutaneous and subcutaneous tumors including adenomas,
pursued and leveraged into all your presence on the Web. sonal method of communication? mast cells, perianal tumors, soft tissue sarcomas and mam-
There is still a lot of value in traditional media for marketing mary gland tumors. We won’t forget our cat friends either.
and publicizing your practice. Traditional media needs your Not all of your posts/tweets/videos, etc will be seen by all of
help as a local specialist in their constant attempts to adapt your followers in your social network. You must understand SA-SA1-2A
to the “new” media changes. It is this relationship that also what types of posts encourage engagement and will there- Mast Cell Tumors: Beyond Sx, chemotherapy, and
allows you to react immediately in the case of bad press. The fore increase your potential “virality.” One main goal in any radiation - Where do RTKi’s fit in?
power of traditional media can be amplified by knowing how social network is to have your followers share your content With the only veterinary labeled anti-cancer therapy drug arriv-
to use your appearances in your social media and clinic web with their friends. Increased visibility offers you more chances ing on the scene in 2009, mast cell tumors have become a
sites/blogs. Sponsored by Ceva Animal Health. to gain a new client. Connect with highly connected people! “whole new ball game.” The goal by the end of this presenta-
The rule is to keep them “coming home” which is to your tion is to better understand the mechanism of action of RTKi’s
SA-PM-2 web site, and they “come home” because of the relationship and make it a more useful tool in the treatment of mast cell
How Social Media and Traditional Media they have with you. Social media sites are nice, but your tumors. We will discuss indications and contraindications as
Synergize for a Powerful Effect “home on the web” is the most important place. Sponsored well as case examples and potential for off-label use.
Social media has power, but it is not a replacement for other by Ceva Animal Health.
types of marketing nor will it “save” you if you don’t already SA-SA1-3A
have good client service. Specific objectives: SA-PM-5 To Cut or Not to Cut: Guidelines of
• Leverage the value of traditional media Reputation Management – Protecting Your Surgical Oncology
• Understand how to use media for professional marketing Online Integrity In human and veterinary medicine, surgery cures more can-
and publicity In this world of almost instantaneous communications, one cer patients than any other modality. The techniques and
• Using traditional media can amplify all your communica- small oversight or mistake by your practice can quickly be- tissue handling used during oncologic surgery can drastically
tions including social media come a public relations nightmare — before your clients get change a patients’ prognosis. We will discuss the basic prin-
• Social media is not a replacement for other types of in their car! How are you monitoring what your clients and ciples of surgical oncology along with those tumors in which
marketing your community are saying about you? What’s your plan for surgery may be CONTRAindicated.
addressing complaints and bad reviews on sites like Yelp,
Media communications will not save you if you do not have Facebook and others? Online reputation management is vital SA-SA1-4A
good client service. Specific items learned: for your practice. You can control and even limit the damage The Many Faces of Tumor Cells: Oncologic\
• How to approach radio television and print from negative reviews. It’s extremely important to have a plan Cytology Review
• How to integrate social media and traditional media for listening in social media and then claiming ownership of Cytology is such an important part of the diagnostic workup
• How to synergize all forms of media communications your business on the various review sites. Making sure your of our cancer patients. Learning basic cytologic skills will
• How to use all forms of media to develop and deepen website, blog and other social sites are updated regularly can allow you to make better and more rapid decisions for your
client relationships help lessen the impact of a negative review. The 5 steps given patients on a daily basis, which translates to earlier treatment
Sponsored by Ceva Animal Health. in this lecture come directly from nationally known online repu- and potentially better prognoses. Not to mention, being able
tation experts and are applied to veterinary medicine with inter- to utilize your microscope for more than just urine sediments
esting examples given. Sponsored by Ceva Animal Health. and whipworm egg hunts.
Epitome | www.isvma.org 17You can also read
